Living the brand

Michael Morley

Chapter 10 in The Global Corporate Brand Book, 2009, pp 124-132 from Palgrave Macmillan

Abstract: Abstract Experts are agreed that the experience of a brand is a vital pillar underpinning its foundation. The total brand experience embraces logo, recommendation, promise, public relations, advertising and ready availability as well as brand encounters. But no component is as important as the bond created between the stakeholder and the corporation’s employees — the people who embody the brand’s values and are responsible for delivering on the promises made.

Keywords: Brand Experience; Cabin Crew; KDYH EHHQ; Practice Case Study; Desk Clerk (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23945-6_11

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DOI: 10.1057/9780230239456_11

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